TOURISM DESTINATION MASTER PLAN

October 19, 2015

Purpose• To provide a framework that the City of

Mississauga and hospitality and tourism stakeholders will support …. to see tourism grow in a manner that meets the needs of the residents, visitors, investors and the industry.

Objectives

• Position Mississauga as a destination of choice• Act as an advocate, and champion an exceptional visitor

experience• Foster partnerships and relationships among hospitality

and tourism partners in Mississauga• Integrate and collaborate planning and implementation

efforts with our strategic partner• Demonstrate a return on investment to our hospitality

and tourism stakeholders

TimelinesProject Milestones Start End2016 Budget Approval February 2016

Recruit for Staff March 2016 April 2016

Procurement for External Consultant

February 2016 April 2016

Networking, Data Collection and Preparation for Master Plan Development

May 2016 August 2016

Master Plan Coordination and Management

September 2016 December 2016

Follow Up and Project Closure

January 2017 March 2017

Expected Outcomes• Situational Analysis – identify opportunities for

investment and gaps in the hospitality and tourism industry

• Marketing and Communications – a strategic plan supported by hospitality and tourism stakeholders

• Investment in Tourism - Mississauga hotels and hospitality and tourism stakeholders invest in tourism

• Identify opportunities to develop tourism destination

Project Organization

• Project Charter• Internal Working Group• Project Steering Committee

Questions or Comments?

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Toronto 2015 Pan American /Parapan American GamesA Lasting Legacy

October, 2015

A lasting legacy for Mississauga• The TORONTO 2015 Pan Am / Parapan Am

Games are over

A lot to celebrate!• Staff helped host the largest international

multi-sport event in Ontario's history.• Proud to be part of lasting legacy

Hershey Centre - a multi-sport venue ready for more• MIS - only venue to host

competitions each day • First time Mississauga hosted so

many international-level competitions as part of a multi-sport event.

• Showcased centre’s versatile design to set up for a number of competitions simultaneously

• NOW: Mississauga is a destination to consider for future multi-sport events.

Para sports – making recreation inclusive for all• Three year plan to incorporate para

sport into community programs.– wheelchairs and other para sport equipment– para multi-sport and wheelchair tennis

program

• City recreation staff trained on the benefits of para sport

• NOW: Mississauga is prepared to provide recreation programs and activities to persons of all abilities.

Local athletes – a place to nurture and grow amateur sports• 17 local athletes competed – Four gold medals– Seven silver medals – Two bronze medals

• NOW: Demonstrated excellence in nurturing and developing amateur sports right here in Mississauga.

Tourism – welcoming the world to Mississauga• 50,000 visitors, 1,800 national

media and 950 athletes from 41 nations visiting

• tourism website had 50,000 unique visits

• NOW: Built on Mississauga’s– international status– legacy as preferred destination for

sports tourism– promoted sightseer gems

Arts and culture – celebrating Mississauga’s unique culture with the world• Infused the Pan Am spirit into local

festivals and concerts across the city– Combative sports festival– two torch relays– art installations– Art displays– musical festivals and concerts

• More than 15,000 community members attended

Community spirit – sharing the essence of Pan Am• More than 300 staff accredited • 4,300 residents volunteered • 650 Pan Am and Para Pan Am event

tickets sent to local sport and community groups

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Thank you!

2016 Ontario Summer GamesUpdate

Event Update

•32 events over 4 days….. August 11 – 14, 2016•largest ever Ontario Summer Games program•4,000 athletes/officials•1000 volunteers•$2 million operating budget

Our Games, Our Decisions• Unlike Pan Am, City is responsible to house,

feed and transport

• We recruit volunteers, train and schedule them

• Staff are placed as leads in key committees from Communications to EDO to Environment

• Tourism partners are encouraged to assist through sponsorship, gifts in kind, volunteerism

Accommodations •Blocks of rooms for one, two and three night stays.

•4,000 to 5,000 anticipated room nights required

•RFT for accommodations will be issued by mid November. Award by end of November

•All hotel properties that meet the minimum criteria will be considered including single/double/triple accommodations, banquet/meeting rooms, food services for breakfast and dinner, free parking for Games family

Games Family and Friends• With 4,000 athletes comes at least 4,000 parents,

family members and friends requiring additional room allocations

• Friday and Saturday evenings are free time• Work with Tourism staff and partners for shopping,

dining, activity incentives• Welcome bag giveaways

•Questions?

discover mississauga

discovermississauga.ca

• NEW website—launched in April 2015• Compilation of relevant information from internal and external

resources• One-stop shop to discover, plan and experience Mississauga

• 59% increase in page views compared to 2014 in just four months• Leveraged TORONTO 2015 Games—enticed and enhanced visitor

experience before, during and after Games• Supported by a marketing campaign at local, regional and

provincial levels including cross-marketing opportunities with tourism partners (e.g. Tourism Toronto and Ontario Tourism)

Banner ads

• Refer to handout• 2016 addition of ‘theme’ banners– Will link to page promoting related events

and promotions, relative businesses

• Fluid document– Revised and updated on an ongoing basis

• Social media: Twitter and Instagram

• Photo contest

• Cycle tourism

• Third-party reservation system: Lodging search engine and booking, and experiential packaging module/attraction ticketing

• Expansion of third-party parterships’ packaging/promotion: Ontario by Bike Network, Credit Valley Conservation, Credit River Anglers Association, shopping centres– Events/packages

– Widgets

– Online tools

– Links

discovermississauga.ca 2016

B2B communications• Create a tourism business partnership

program, to incent participation in a visitors’ stay-and-play promotion.– Special offers/Events access on

discovermississauga.ca– eNewsletter (seasonal, increasing to monthly)– Targeted direct mail postcard– Email communications: discover@mississauga.ca

B2B eNewsletter

• Distributed to 272 subscribers

• Mississauga Tourism News, events and opportunities

• Tourism News and links to articles/information

• Tourism Trends and links to articles/information

B2B targeted postcard

• Canada Post SnapAdMail campaign

• Unaddressed postcard distributed to 20,972 businesses in Mississauga

• October 2015

2016 Mississauga Visitor Guide• Theme: 2016 Ontario Summer Games/sports tourism

• Enhancements:

• Advertise/promote discovermississauga.ca

• Highlight/promote key city sports venues

• Promote as destination for meetings/conventions

• Square One Shopping Centre 2016

• Cycle tourism

• Heritage properties

• Content input from BIAs

• City map with additional points of interest

• Map of 2016 Ontario Summer Games’ Venues

• For consideration:

• Paid advertising (2017)

• Discussion

Sport Tourism

Sport Tourism Event Plan